10 comments

Sadly, the alternative is to do visual ads.
Whack some visual, plonk in the strapline – job done.
Suits are happy, no awkward questions to answer.
Clients are happy – not suits pestering for info.
Copywriters are happy. Not being good writers, they go for the ‘no one reads copy anyway’ argument.

Bang on the money. Being part of the ‘awkward and difficult’ squad I identified with the piece straight away. I work mainly in IT, and companies and departments with money and a fixed mind-set hate the ‘awkward and difficult’, especially if it delivers significantly better results and in most cases. I think the exaltation of mediocrity found in many large corporations also has a lot to answer for.

Love this : Great ads aren’t always the result of making up answers. Great ads are often the result of finding out answers.

I recently read “How Google Works” by Eric Schmidt, and he mentioned that almost without exception, every successful product or service Google ever released (and lasted) came from the initial philosophy of ‘the product needs to be based of a technical insight’. Do the research and never be a me-too product.